The owners of Canada’s Dutch Love cannabis shops, formerly called Hobo, have once again re-vamped one of their organizational names but this time it’s at the management level.
On Tuesday, the Vancouver-based hospitality company Donnelly Group said it’s “re-founding” and changing its customer-facing name from Donnelly Group to Freehouse Collective.
“More than simply a change of name, this evolution is the culmination of a period of reflection which has been used to gather what has been learned over the past two decades,” reads a company statement.
The company says the name change fuses two ideas including “free house” to recognize pub history and the independence from breweries, and “collective” to reflect its diversity and independent hospitality brands.
The group explains that after going through a difficult time during the pandemic, it’s “bursting” with ideas and working on expanding its pub and restaurant footprint.
This isn’t the first time the group has changed its branding.
Back in 2020, the group changed the name of its cannabis shops to Dutch Love after public backlash over its Hobo brand.
The decades-old company owns several pubs under different names, as well as Barber and Co. barbershops in Vancouver and Toronto.
Read more: Donnelly Group tries to shake branding bad rap with some Dutch Love
Read more: Eggs Canna becomes first Vancouver pot shop to unionize
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